1. 6 KEYS TO CONVERSATION AND
CAREER SUCCESS
Craig Carbonneau, Professor Anstey, MKT 270 Professional Selling
Article by: Bud Bilanich, April 14, 2011
11/7/11
2. KEY POINTS
• The article explores the SIX KEY CONVERSATION STEPS
importance of sales 1. Acknowledge the other
calls and how to come person as an equal
away with a sale 2. Stay curious about the other
person
• Become an excellent 3. Recognize that we need each
conversationalist by other’s help to become better
listening more than listeners
4. Slow down to have time to
speaking. think and reflect
• Pay attention to what 5. Remember that conversation
other people say; is the natural way for
humans to think together
respond appropriately
6. Expect it to be messy
3. RELATED INFORMATION
• “Active listening is as • Showing appreciation is
important when conversing important as well.
over the phone as when • By acknowledging that you
conversing in person” and the other person are
(Castleberry Tanner, 116) equals, a caller can talk with the
other person as opposed to
• Bilanich writes that “by talking to the other person.
listening, I got a very good • SPIN® implements listening as
understanding of his life well by asking questions.
problems and concerns” • Situation questions followed
(Bealnich 1). by problem questions,
• By asking questions, one implication questions, and
can listen to answers. need payoff questions are used
• By listening to answers one when “successful salespeople
go through a logical needs
can formulate a way to identification sequence”
fulfill the buyer’s needs. (Castleberry Tanner 1)
4. RELATED INFORMATION (CONT.)
• During sales calls it is • “Messy” conversation is
important to set a follow described by Bilanich as an
up call. important conversation step.
• Cultivating for future • Assessing reactions can
calls, especially after a sometimes be messy.
commitment has already • “If a prospect does not develop
been made, builds trust enthusiasm for the product,
within the buyer-seller the salesperson will need to
relationship. make some changes”
• According to Bilanich it is (Castleberry, Tanner 1).
important to “set a follow • In doing so, a caller can once
up date to move forward
again use active listening to
with a consulting project”
(Bilanich 1). clean up a messy sales call and
come out with something
positive.
6. LEARNING OUTCOME
By reading this article and relating it to the book I have learned
the following:
• An effective use of SPIN® can probe needs from a potential
buyer
• In gaining the needs and desires of a buyer, the caller can
further work to deliver these needs.
• Listening after the question is asked is extremely important. So
much can be uncovered if one actively listens.
• When going into a sales call the caller must realize that the
other person is a regular male or female and that talking to this
person is a natural way to gather information from him or her
and use it to gain an advantage on competitors.
7. REFERENCES
Bilanich, B. (2012). Articles in the career success coach
category [Web log message]. Retrieved from
http://www.budbilanich.com/category/career-success-
coach/
Bilanich, B. (2011, April 14). 6 keys to conversation and
career success. Success Common Sense, Retrieved from Lexis-
Nexis ®
Castleberry, S., Tanner, J., Jr.. (2012). Selling: Building
partnerships. McGraw-Hill/Irwin.
